Perfume your world ∙ Washing · The importance of strong fragrances in dishwashing products is to...
Transcript of Perfume your world ∙ Washing · The importance of strong fragrances in dishwashing products is to...
Trend Watch
November 2019
∙ Perfume your world ∙ DishWashing
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TABLE OF CONTENTS
2
TRENDS
Natural Positioning
Sensitive Skin Safe
New Experiences
1
MARKET OVERVIEW
Category Overview
Key Brands
Facts and Figures
3
FRAGRANCE
Olfactive Trends
Sozio Fragrance Analysis
Fragrance Collection
MARKETOVERVIEW
• C a t e g o r y O v e r v i e w
• K e y B r a n d s
• F a c t s a n d F i g u r e s
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Market FactorsTotal US Retail Sales Forecast of Dish Products, by segment, at current prices, 2013-22
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• Retail sales were estimated to reach $3.1 million in total retail sales of 2018, an increase of 1.4% from 2017.
• The dish category will experience moderate, yet steady growth, possibly increasing sales by 5% from
2018-23 to exceed sales of $3.2 million.
Source: Mintel Market Sizes, 2019
185new product
launches in
2018
MARKET OVERVIEW - category overview
- 3 -
MARKET OVERVIEW - key brands
Procter & Gamble31%
Colgate-Palmolive17%
Reckitt Benckiser8%
SC Johnson & Son16%
Aldi Group11%
Unilever3%
Earth Friendly Products2%
The Honest Company9%
Lemi Shine3%
Top Market Leaders for Dishwashing Product Launches % by segment, North America, 2018
Source: Mintel, Market sizes 2019
- 4 -
$1.87 millionin 2017 sales
Procter & Gamble
T O P B R A N D S
Dawn
Cascade
Joy
Palmolive
Finish
Ecover
Caldrea
Mrs. Meyer’s
Method
Radiance
Love Beauty & Planet
Seventh Generation
The Honest Co.
Lemi Shine
$570 Kin 2017 sales for
Colgate
MARKET OVERVIEW - facts & figures
Source: Mintel, Market sizes 2019
Source: Mintel, GNPD 2019
Source: Mintel, GNPD 2019
Top Format Categories for Dish Launches% by segment, North America, 2016-2018
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• HAND DISHWASHING DETERGENTS & MACHINE DISHWASHING DETERGENTS format categories remain leaders
in new launches & market size.
• ANCILLARY PRODUCTS are products to regulate the dishwasher and include rinse aids and dishwasher care products.
Dishwashing -Hand
Dishwashing -Automatic
Rinse Aid
DishwasherCare
0 20 40 60 80 100 120 140
2016
2017
2018
Units
Year
Top Format Categories for Dish Market% by segment (value in USD), North America, 2017
Hand Dishwashing Detergents
58%
Machine Dishwashing Detergents
37%
Ancillary Products
5%
Source: Mintel, Marketsizes 2018
MARKET OVERVIEW - facts & figures
Source: Mintel, GNPD 2019
Top Claim Categories for Dish Launches% by segment, North America, 2016-2018
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• ETHICAL & ENVIRONMENTAL claims attract consumers who want to change and live an eco-friendly lifestyle and are
looking for more natural ingredients or compostable/recyclable packaging. These claims have been gaining traction
consistently including “toxins free”, “biodegradeable”, “recycling”, and “eco friendly product or packaging”.
• FREE FROM claims are targeted towards consumers that are concerned with the components of the products they are using.
Ethical & environmental
35%
Natural14%Suitable for
12%
Positioning12%
Convenience10%
Free from8%
Functional5%
Product tested4%
Ethical & environmental
Natural
Suitable for
Positioning
Convenience
Free from
Functional
Product tested
0 50 100 150 200
2016
2017
2018
Units
Year
MARKET OVERVIEW - facts & figures
TRENDS
• S u s t a i n a b l e L i v i n g
• S e n s i t i v e S k i n S a f e
• N e w E x p e r i e n c e s
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TRENDS - sustainable living
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➢ The big focus is on reducing plastic consumption, both by
optimizing packaging and by recovering and recycling more
materials.
➢ Brands need to re-think packaging design and use of materials to
develop systems that reduce plastic consumption, eg concentrated
refills or using ocean plastic.
Eco-Friendly Products
50% Ocean Plastic
ECOVER
Radish
25% post- consumer plastic
MRS. MEYER’S
Sea Minerals
Made with recovered
ocean plastic
METHOD
29%Of US consumers would
pay more for a product from
a socially responsible
company.
33%Of US adults consider
“environmentally-friendly”
an important attribute for
natural dishwashing
products.
84%Of adults are interested in
and would pay more for
eco-friendly dishwasher
detergent.
In the USA…
Source: Mintel DISHWASHING PRODUCTS, US- MAY 2019
Reduce, Reuse, Recycle
Source: Mintel Report, 2019
Tetra Countertop Dishwasher
TRENDS - sustainable living
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➢ TETRA, an internet-connected compact countertop dishwasher,
requires no plumbing and can be placed and used anywhere with
a standard electrical outlet.
➢ Holds two full place settings, 10 plates or 12 pint glasses.
There are no faucet connections required and 0.5 gallon of water is
loaded by hand so users know exactly how much water is being
used.
➢ Allowing for a more precise temperature control temperature; in 10
minutes you can easily sanitize baby products, wash plastic
storage containers without melting, cook seafood, clean fruit, or run
a load of wine glasses on a gentler cycle.
Conserve Water When Washing Dishes
Sustainable, but Make It Fashion
➢ A small, independent refill shop in Vancouver, THE SOAP DISPENSARY.
➢ Specializing in premium soaps, household cleaners, personal care
products, DIY ingredients, and fine edibles.
➢ They carry quality lifestyle goods that support a zero-waste lifestyle.
➢ The Soap Dispensary strives for balance with sourcing affordable, well
made products that do not leave a footprint.
The Soap Dispensary, Vancouver CA
Package Free Stores
Source: Fashionsnoops, US 2019
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• Important for consumers: skin-friendly formulas to reassure
that products will not adversely affect the skin.
• Skin-safe claims:
➢ Hypoallergenic product/ ingredients
➢ Dermatologically tested
➢ Free from allergens
➢ Safe on sensitive skin
➢ Allergy tested
➢ Suitable for sensitive skin
Skin Safe Dishwashing
Grapefruit Grove
THE HONEST CO.
Citrus Yuzu & Vanilla
HOME & PLANET
Lavender Tea Tree
TRADER JOE’S
16%Of US consumers are
concerned about harsh
ingredients in dishwasher
detergent.
29%Of US consumers look
mostly for ingredients on
product labels when
shopping.
46%Of US adults consider
“safe and gentle on skin”
an important attribute for
natural dishwashing
products.
In the USA…
Source: Mintel DISHWASHING PRODUCTS, US- MAY 2019
Hypoallergenic & Dermatologically Tested
Source: Mintel Report, 2019
Mango Melon
DAPPLE
TRENDS - sensitive skin safe
The importance of strong fragrances in dishwashing products is to create a clean atmosphere or
ambiance and remains consistent in product launches with new olfactive concepts and combinations.
Scent Savvy Detergents
Holiday Dinner = Dishes
Squeaky-Clean Grease-Fighting Power
5 Power formula
Ultra Strength Dish Liquid
PALMOLIVE
Tropical Cloud
METHOD x MINTED
Pomegranate
& Rose Water
DAWN
Ultra-concentrated
Tuscan Lavender & Jasmine
CLOROX SCENTIVA
Tackling grease and grime by reformulating with a
higher efficacy are primary purchase drivers in this category.
Tapping into design and trend forward imaging, brands launch
seasonal products for consumers to get into the spirit of the season.
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Passionfruit & Mandarin
PALMOLIVE
3x more grease cleaning power
Ultra Dishwashing liquid
DAWN
Pacific Breeze & Coconut
CLOROX SCENTIVA
Winter Berry
WILLIAMS-SONOMA
Frosted Fir
METHOD
Acorn Spice
MRS. MEYERS
New Dishwashing Market Players
Vetiver & Tea Tree
LOVE, HOME & PLANET
Pomelo
MAGNOLIA HOMELemon/Citrus
JR WATKINS
Stores are creating private label brands or brands are extending their
breadth of product lines to become inclusive in the dishwashing market.
TRENDS - new experiences
FRAGRANCE
• O l f a c t i v e T r e n d s
• S o z i o F r a g r a n c e A n a l y s i s
• S o z i o C o l l e c t i o n
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Source: Mintel, GNPD 2019
Top Fragrance Groups for Dish% by segment, North America, 2016-2018
FRAGRANCE - olfactive trends
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• CITRUS and FRESH & CLEAN fragrance group remains leading fragrance family in new product launches.
• GREEN/HERBAL/WOODY and FLORAL fragrance families highlight natural ingredients supporting botanical
and herbaceous olfactive trends and natural aspects.
Citrus36%
Fresh & Clean24%
Floral15%
Fantasy9%
Green/ Herbal/ Woody
16%
Citrus
Fresh & Clean
Floral
Fantasy
Green/ Herbal/ Woody
0 5 10 15 20 25 30 35
2016
2017
2018
Units
Year
FRUITY
AROMATIC
FLORAL
CITRUS
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FRAGRANCE - Sozio fragrance analysis
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Pink Geranium
GREENSHIELD
ORGANIC
Organic
Lemongrass
PURACY
Vetiver & Tea Tree
LOVE, HOME
& PLANET
Botanical
Apothecary
Essential Oils | Aromatherapy | Natural
Bergamot BlossomCitrus | Floral
Top: Pomelo, Zesty Lime,
Nectarine, Bitter Orange
Middle: Geranium Leaf,
Lily of the Valley, Jasmine
Base: Coconut Water
Alternate Name
Pomelo Petals & Zest
Tea Tree GingerAromatic | Oriental
Top: Orange Zest,
Ginger, Bergamot
Middle: Clove Leaf,
Tea Tree, Geranium
Base: Sweet Amber, Vanilla Musk,
Vetiver, Benzoin, Tonka Bean
Alternate Name
Ginseng & Geranium
Top: Juniper Berry, Fig,
Cardamom, Pink Pepper
Middle: Geranium Leaf,
Orris, Lily of the Valley
Base: Cashmere Musk,
Cypress, Cedar, Santal, Vetiver
Juniper CedarAromatic | Woody
Alternate Name
Cypress & Cedar
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FRAGRANCE - Sozio collection // botanical apothecary
SZUSM026656 SZUSM026661 SZUSM026658SZUSM000270 SZUSM000274 SZUSM000272
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Almond Milk
& Blueberry
PALMOLIVE
Pear
ECOS
Grapefruit Grove
THE HONEST CO.
Derm-
Defense
Hypoallergenic | Sensitive Skin Safe
Blueberry & Shea ButterFruity | Oriental
Top: Blueberry, Lemon Peel,
Orange, Melon, Pineapple
Middle: Blue Jasmine,
Violet, Apple Blossom
Base: Creamy Musk,
Almond Milk, Vanilla Bean
Alternate Name
Almond Blossom & Berries
Pink Lotus & PeonyFloral | Green
Top: Honeydew,
Watery Greens
Middle: Pink Peony, Iris,
Ylang Ylang, Geranium
Base: White Cedar,
Soft Musk, Amber
Alternate Name
Lush Lilies & Ylang
Top: Citrus, Peach,
Apple, Dewy Herbs
Middle: Peony, Gingerlily, Jasmine,
Neroli, Cyclamen, Lavender
Base: Blonde Woods,
Vanilla, Sheer Musks
Green Tea & AloeAromatic | Citrus
Alternate Name
Grapefruit Matcha
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FRAGRANCE - Sozio collection // derm-defense
SZUSM026656 SZUSM026661 SZUSM026658SZUSM000275 SZUSM000277 SZUSM000271
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Lavender
& Lime
PALMOLIVE
Mango Melon
DAPPLE BABY
Summer Orchard
SEVENTH
GENERATION
Twists on
Tra-DISH-ions
Creative | Fantasy | Experiential | Trendy
Oasis SunCitrus | Fresh
Top: Grapefruit, Yuzu, Rhubarb,
Red Berries, Crisp Air Accord
Middle: Pear Blossom,
Geranium, Leafy Greens
Base: Cloud Musk,
Cedarwood
Alternate Name
Nashi Pear & Clouds
Island NectarFruity | Floral
Top: Mandarin, Quince,
Peach, Passionfruit, Bing Cherry
Middle: Dewy
Green Florals
Base: Creamy Coconut
Alternate Name
Juicy Mandarin Passion
Top: Crisp Apple, Bright Lemon,
Nectarine, Grapefruit, Eucalyptus
Middle: Violet, Heliotrope,
Jasmine Petals, Lavender
Base: Sheer Musk,
Galbanum, Soft Woods
Cosmic GardenAromatic | Fruity
Alternate Name
Kaffir Lime & Lavender
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FRAGRANCE - Sozio collection // twist on tra-DISH-ions
SZUSM026656 SZUSM026661 SZUSM026658SZUSM000278 SZUSM000276 SZUSM000273
Collection Code Name Olfactive Family
Botanical
Apothecary
SZUSM000270 Bergamot Blossom Citrus | Floral
SZUSM000274 Tea Tree Ginger Aromatic | Oriental
SZUSM000272 Juniper Cedar Aromatic | Woody
Derm-
Defense
SZUSM000275 Blueberry & Shea Butter Fruity | Oriental
SZUSM000277 Pink Lotus & Peony Fruity | Green
SZUSM000271 Green Tea & Aloe Aromatic | Citrus
Twists on
Tra-
DISH
-ions
SZUSM000278 Oasis Sun Citrus | Fresh
SZUSM000276 Island Nectar Fruity | Floral
SZUSM000273 Cosmic Garden Aromatic | Fruity
Fragrance Collection
www.jesozio.com
∙ Perfume your world ∙
Latin & North America
Sozio Inc
51 Ethel Road West
Piscataway, NJ 08854 USA
Phone: (+1) 732 572 5600
Fax: (+1) 732 572 0944
AsiaJ&E Sozio Asia Ltd
Unit C6, 15/F, TML Tower
No.3 Hoi Shing Road - Tsuen Wan, N.T.
Hong Kong
Phone: (852) 2111 0842
Fax: (852) 2111 0942
Europe, Africa and Middle East
Sozio SAS
6, Rue Barbès - CS80050
92532 Levallois-Paris cedex - France
Phone: +33 (0) 1 81 93 00 60
Fax: + 33 (0) 1 81 93 00 98